The brand has a great platform, we tried getting them to get deeply involved in action. Rather than sit on the bench, like everyone else.

1. Innovating for growth
AllcopyrightstoconceptsrestwithANDTHENDIGITALARTSPVT.LTD.
Friday 6 September 2013

2. THE
BRAND INITIATIVE
ideas
that
make
life
brighter
AND THEN
~ Innovating for growth ~
Friday 6 September 2013

3. THE
COMMUNICATION
INITIATIVE
AND THEN
~ Innovating for growth ~
Friday 6 September 2013

4. AND THEN
THE SOLUTION
AND THEN
~ Innovating for growth ~
Friday 6 September 2013

5. THE CONCEPT (IDEA)
‘ZINDAGI MUSKURAYE’, a 360 episode reality show.
Hosted online. AAMIR KHAN live! Collaborating with
everyone across India. Making people smile by doing
things which adds wit to everyday life and lasts
physically, not just as memories (Not problem solving!).
Non-stop, 24x7, 90 days, on your mobile, in your office
and at your home.
AND THEN
~ Innovating for growth ~
Friday 6 September 2013

6. HOW IT STARTS (HOW)
AAMIR KHAN invites India (via videos, images and text
on: offline & online PR, Youtube channel, Twitter,
Facebook, LinkedIn, SMS, Godrej Stores, Advertising etc.)
Audiences participate via Youtube, Twitter, Facebook,
LinkedIn, SMS, Interactive kiosks at Godrej Stores ++.
AAMIR KHAN gives themes for making life brighter and
making people smile.
AND THEN
~ Innovating for growth ~
Friday 6 September 2013

7. ‘ZINDAGI MUSKURAYE’ THEME CONSTRUCT
HOW CAN WE ADD A SMILE TO OUR________________
WHO: ARMY-MEN, BUS DRIVER, POLITICIANS, BANKERS, CYCLISTS ++
WHERE: SUBWAYS, TRAINS, MOUNT EVEREST ++
WHEN: TRAFFIC JUNCTIONS, PAVEMENTS, ELEVATORS, PARKS ++
AND THEN
~ Innovating for growth ~
Friday 6 September 2013

8. HOW IT GROWS (HOW)
Aamir Khan personally responds live Non-stop, 24x7, 90
days, to every audience post (via videos, images and text
on: Youtube channel, Twitter, Facebook, LinkedIn, SMS,
Godrej Stores, Advertising etc.)‘ZINDAGI MUSKURAYE’
new media monuments across India’s major cities, a
LED installation, which shows live feeds of all curated
activity (videos, images and text from all channels).
AND THEN
~ Innovating for growth ~
Friday 6 September 2013

9. HOW IT SPREADS (HOW)
AND THEN
~ Innovating for growth ~
Friday 6 September 2013

10. HOW IT SPREADS (HOW)
‘GODREJ CULTURE LAB’ pops-up as multiple mobile lab.
It will be equipped with complete content creation center
to animate and create renders of audience approved
concepts. It will also double up as an OB van to beam
created content live and feeds from all locations. Travels
to raise awareness in cities, towns, villages, colleges,
colleges, offices across India.
AND THEN
~ Innovating for growth ~
Friday 6 September 2013

11. HOW IT WORKS (HOW)
Ideas get ranked by a celebrity Innovator Panel (AAMIR KHAN +
GODREJ FAMILY + OTHER STARS). Audiences across India rank
and can volunteer to make ideas come true. Ideas with highest
rankings get made into digital images, animated concept
videos. Created non-stop, 24x7, 90 days. And seeded across
media and beamed onto ZINDAGI MUSKURAYE’ new media
monuments across India’s major cities.
AND THEN
~ Innovating for growth ~
Friday 6 September 2013

12. HOW IT WORKS (HOW)
MATINEE CONTESTS: 3 HOUR deadline
FUN DAY CONTESTS: 6 HOURS deadline
WORKING CLASS HEROES CONTEST: 9 HOURS deadline
NOCTURNAL CONTESTS: 12 HOURS deadline
OLD-STYLE CONTESTS: 72 HOURS deadline
AND THEN
~ Innovating for growth ~
Friday 6 September 2013

13. WHY IT WORKS (HOW)
At the end of each contest, the winner’s ideas are
actioned into visual images, videos, 3D printed models
depending on feasibility. These ideas are seeded online
(via videos, images and text on: Youtube channel, Twitter,
Facebook, LinkedIn, SMS, Godrej Stores, Advertising etc.)
for bragging rights across media and in real life. And
actual prints / prototypes sent via courier to keep a
longer connect with brand and brand initiative.
Friday 6 September 2013

14. AND THEN
THE PROCESS
AND THEN
~ Innovating for growth ~
Friday 6 September 2013

15. GODREJ - ZINDAGI MUSKURAYE PROJECTGODREJ - ZINDAGI MUSKURAYE PROJECTGODREJ - ZINDAGI MUSKURAYE PROJECT
A Fans acquisition (Digital and TV promotions to meet & greet Aamir Khan)
8.3Lakh+ Likes
B Fans engagement & involvement (FB page, FB ads, FB posts on
Zindagi Muskuraye + other Godrej pages)
8.3Lakh+ Likes
AND THEN
~ Innovating for growth ~
Friday 6 September 2013

16. AND SIGHT RESEARCH REPORT - part 1AND SIGHT RESEARCH REPORT - part 1AND SIGHT RESEARCH REPORT - part 1AND SIGHT RESEARCH REPORT - part 1AND SIGHT RESEARCH REPORT - part 1
ECO-SYSTEM ANALYSIS (Zindagi Muskuraye on Facebook)ECO-SYSTEM ANALYSIS (Zindagi Muskuraye on Facebook)ECO-SYSTEM ANALYSIS (Zindagi Muskuraye on Facebook)ECO-SYSTEM ANALYSIS (Zindagi Muskuraye on Facebook)ECO-SYSTEM ANALYSIS (Zindagi Muskuraye on Facebook)
S. No. Initiated Topics
Topic Frequency
Ranking
Audience
Engagement
Ranking (AUDIENCE
LIKES)
Audience
Involvement Ranking
(AUDIENCE COMMENTS)
1 GODREJ PRODUCT INNOVATIONS 1 4 4
2 GODREJ COMMERCIALS 2 5 5
3 AAMIR KHAN 3 1 1
4 TOPICAL EVENTS 4 3 3
5 EXTERNAL INNOVATIONS 5 2 2
(This report has been compiled by auditing past 45 days on ‘Zindagi Muskuraye’
Facebook page, and as per AND THEN ROI & ROE measurement tools)
AND THEN
~ Innovating for growth ~
Friday 6 September 2013

17. AND SIGHT RESEARCH REPORT - part 2AND SIGHT RESEARCH REPORT - part 2
ECO-SYSTEM RESEARCH SUMMARY ECO-SYSTEM RESEARCH ANALYSIS
Page fans connect the page with Aamir Khan and respond maximum to Aamir Khan.
Fans are on the page page for Aamir Khan not for Godrej or Brighter living.
No community philosophy, No community goal, No sense of
purpose. No community structures. No community building
conversations. No community enhancing initiatives.
Fans respond and re-connect more with Topical Events than Godrej or Brighter
living.
No community philosophy, No community goal, No sense of
purpose. No community structures. No community building
conversations. No community enhancing initiatives.
There is no encouragement or prompting towards any new/ different answers or
discussions even of Innovative/ Brighter ideas. No activity to re-connect with Godrej
or Bright Ideas concept.
No community philosophy, No community goal, No sense of
purpose. No community structures. No community building
conversations. No community enhancing initiatives.
There is no encouragement or prompting towards any new/ different answers or
discussions even of Innovative/ Brighter ideas. No activity to re-connect with Godrej
or Bright Ideas concept.
The audiences’ search for a mutually beneficial engagement
remains unsuccessful because there is no continuation of
conversations about new ideas (innovations/ inventions), and no
continuation of conversations into anything tangible.
Godrej does not answer on direct questions of it's fan's.
The audiences’ search for a mutually beneficial engagement
remains unsuccessful because there is no continuation of
conversations about new ideas (innovations/ inventions), and no
continuation of conversations into anything tangible.
Fans least interested in GODREJ product features. Can’t see what’s in it for them.
The audiences’ search for a mutually beneficial engagement
remains unsuccessful because there is no continuation of
conversations about new ideas (innovations/ inventions), and no
continuation of conversations into anything tangible.
(This report has been compiled by auditing past 45 days on ‘Zindagi Muskuraye’
Facebook page, and as per AND THEN ROI & ROE measurement tools)
AND THEN
~ Innovating for growth ~
Friday 6 September 2013

18. AND THEN THINKING
S.U.M. TOTAL PROCESS (WHAT)
STEP 1: TEST & UNDERSTAND CURRENT FANS INTERESTS, ASPIRATIONS & FEARS. MATCH CURRENT COMMUNITY INTERESTS TO BRAND INTENT
STEP 2: IDENTIFY CURRENT FANS WITH AN INNOVATION GENE, IDENTIFY INNOVATION CHAMPIONS AND INFLUENCERS - ENGAGE FURTHER
(MINIMUM THRESHOLD TO CALL FACEBOOK ‘LIKE’ INTO COMMUNITY - 14% SHOULD PARTICIPATE ON OUR PLATFORM; 2 TO 6 TIMES A WEEK)
STEP 3: IF NOT, RE-ALIGN BRAND INTENT OR ACQUIRE MORE LIKE MINDED FANS, ACHIEVE THRESHOLD OF 14%
(This report has been compiled by auditing past 45 days on ‘Zindagi Muskuraye’
Facebook page, and as per AND THEN ROI & ROE measurement tools)
AND THEN
~ Innovating for growth ~
Friday 6 September 2013

19. Innovating for growth
AllcopyrightstoconceptsrestwithANDTHENDIGITALARTSPVT.LTD.
Friday 6 September 2013